I’m currently hosting 1-3 IRL events a month. 

Some are large (200+) and open to anyone - like my quarterly founder panels at Shopify NY - and some are small (<20) and curated - like my monthly Founders Basketball runs.

To me, In Real Life (IRL) experiences are what's going to separate people and brands from the pack in the next 3-12 months.

Think about it: As AI continues to take more of our daily workload, what should we be doing with the time we're getting back?

Going to events. That's where real relationships are formed and sustainable wins happen.

No matter the event, I'm coming in ready to get content.

Yes, IRL is important, but you need to be able to show off what you're doing IRL over in URL land.

Build that FOMO for people who RSVP'd but didn't show up (which 50-60% will do) and begin building a visual resume of past events.

You'll be able to leverage these assets for future event partners, sponsors and attendees.

Sometimes, I get the content on my own with my iPhone. Other times, I'm tapping a photographer.

When I bring in a photographer, I have a very specific shot list for each and every event. I take 15-30 minutes before the event to create this, and it's 100% worth it.

It blows my mind that people hire photographers and videographers for events without equipping them with both a shot list and clear direction. It's not only poor project management, but poor leadership.

In this week’s newsletter, I’m giving you eight content tips for you to keep on-hand the next time you have an IRL event.

BUT FIRST, HERE ARE SOME UPCOMING NEW EDITION EVENTS TO CHECK OUT…

Subscribe to New Edition Events here.

Schedule pre-event call 24-48 hours before so details stay fresh and actionable.

Ideally 24-48 hours before the event. That way, what’s discussed remains fresh heading into the event.

If you have this call too far out, you’ll either not be ready to have the conversation, things will be forgotten by the time the event rolls around, or both.

Even if it’s just you getting the content, block off 15 minutes the day before your event and game plan.

What shots do I need to get? How am I getting it? Is my equipment charged? Is it packed?

Set clear asset delivery deadlines upfront, not after the event.

When engaging a photographer/videographer, make sure they know when you need final assets.

I always ask for photos within 24 hours post-event (even if it’s a weekend), and a first draft of a video cut three business days after the event.

What you don’t want to do is not discuss this with your team and then the day after the event reach out and ask for the assets.

It’s disrespectful to the photographers/videographer’s other work and just frankly unprofessional.

Request both horizontal and vertical shots for different platform requirements.

This one is greatly overlooked and something I’ve learned the hard way more than once. Make sure you’re getting both horizontal and vertical assets.

I like to use horizontal assets on LinkedIn and in decks (usually), but you also want vertical versions for Instagram and TikTok.

Both are equally important to get. And oftentimes, horizontal shots don’t look great in a vertical environment, and vice versa.

Get venue photos beforehand to help your photographer plan better.

If possible, get your hands on photo and videos of the space the event is going to take place in. If you can’t go yourself, ask someone to get the content for you. 

This is a useful tool to have for that pre-event call, and will help your photographer and videographer immensely.

Was this email forwarded to you? Subscribe here.

Use text messaging for day-of communication, not email.

Take communication away from email day-of and to a WhatsApp or iMessage. Re-share the shot list and address so everyone is on the same page.

Share visual references and discuss past work to align expectations.

If you’ve never worked with a photographer before, make sure to put together a few references to give them a feel for what you’re looking for. Find work they’ve done ideally, but you can pull together a short-list of work from other photographers, too. 

If I’ve worked with a photographer before, I like to spend a few minutes going over assets from a previous event we’ve worked on together. So I can call out specific shots I want to get again and specific shots that I want to be better this time around. 

Capture room from all four corners for maximum angle options.

You’ll want photos from all four corners of the room. What will happen is some angles will be better than others, and you’ll want the most amount of options post-event to choose from when putting together your post-event recap post.

This is a key call-out to make during your pre-event call. Include it in your shot list, too.

Ensure shot list includes all partners and co-hosts, not just you.

I did an event recently where I wasn't the lead on photo and video content. After the event, I regretted it greatly.

The co-host who took the content didn't provide his team with a shot list. Most of the assets were of his team, not all the co-hosts. I wasn't mad at him, I was mad at myself.

After that event, I won't be a co-host unless I control the content. Not because I want all the photos to be of me—actually the opposite. I'll put together a shot list that includes all event partners and co-hosts.

Be a good partner. Get content for everyone.

Shoot me an email ([email protected]) if you have any questions.

If you want me to dive into any of these more, let me know!

And don’t forget: I am offering a FREE CUSTOM SHOT LIST for your next event. Just respond directly to this email and I’ll provide next steps from there.

See you next time ✌️